Why Bermaz Rejects Price Wars for Mazda & Xpeng

As Chinese automakers aggressively expand and compete abroad, legacy automotive distributors face unprecedented market disruption. Dato' Seri Francis Lee, Group CEO of Bermaz Auto Berhad, joins The Breakfast Grille to discuss why they prioritise niche, sustainable sales volumes over aggressive price wars.

This comes as revenue has fallen from RM3.9 billion in FY2024 to RM2.3 billion in FY2026, while net profit has fallen from around RM350 million to RM106 million.

Francis outlines Mazda’s shift toward premium positioning and hybrids, details the strategic boundaries set for Chinese EV partner Xpeng, and explains how conservative balance sheet management supports the company’s dividend record.

Can Bermaz Auto’s commitment to sustainable volumes & protecting brand value hold up as Chinese marques reshape the automotive landscape?

See omnystudio.com/listener for privacy information.